Jan 12 Data upside

The new practice of data philanthropy is giving brands the means to create positive data exchanges with consumers, as well as deliver meaningful impact in the world, says JWT in it’s The Future 100 report.

For one, loyalty scheme outfit Aimia has launched a ‘data philanthropy’ scheme, with its analysts donating their time to help charities make sense of data to drive fundraising efforts and optimise operations. Mastercard has shared talent and data across several initiatives, recently collaborating with Unilever to create proxy credit scores for small businesses and microbusinesses in Kenya to give owners access to financial institutions.

Others are repurposing existing technology for use in a humanitarian context. UPS adapted its Trackpad tech to monitor packages for the Office of the United Nations High Commissioner for Refugees. ReliefLink allows volunteers to digitally track distribution of emergency supplies to refugees, speeding up distribution times and ensuring that food, blankets and medicines are shared fairly.

In a survey conducted by SONAR, over, 70% of respondents did not understand why companies needed their data, or what they did with it. “Could a new movement that puts data to practical, benevolent use restore their trust?” asks JWT.